Problem 2: Representation

Problem

Problems with access result in entertainment content that fails to represent global demographics and cultures. Key financial and creative decisions are often made in isolation or "bubbles", causing decision-makers to favor familiar narratives and locales, which reduces variety and representation.

In the gaming industry, there is proof of breakthroughs being possible, where countries like South Korea, Poland, and Finland have achieved remarkable, outlier success. Despite relavitely smaller population, these nations have produced globally successful and economically impactful entertainment products. These achievements show that it is possible to create widely respected and commercially viable products from smaller, non-mainstream markets.

Having said that: building these stories into globally marketable franchises and commercial opportunities still took extraordinary effort, hard work and time to execute.

Solution

We believe that by addressing market inefficiencies at the foundational level of IP creation — through targeting alternative IP-sourcing markets and audience building — we can cultivate a more representative content landscape, bringing forward stories and narratives that are as engaging, intriguing, and monetizable as their mainstream counterparts.

A positive tailwind is the rise of decentralized investment and growing adoption of cryptocurrencies, asset tokenization, and the increasing integration between traditional and decentralized finance.

As an example, the Middle East's cryptocurrmarket is projected to be valued at around $389.8 billion between mid-2022 and mid-2023, with approximately 500,000 daily traders, driven by a young, tech-savvy population with disposable income. Meanwhile, Asia accounts for the majority of global crypto ownership, with 327 million owners as of 2024, representing 58% of the worldwide total of 560 million.

These are vast and largely untapped markets. At 3RD UNIT, we will actively explore and build our presence in these regions, developing relevant creative digital asset offerings and cultivating new audiences.